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1、2025CHINESE BRANDS GOING GLOBALCHINESE BRANDS GOING GLOBAL The growth of Chinese brands on the global stage has accelerated greatly since we first started tracking and ranking them back in 2020/21.Our data show significant gains in traffic,follower counts and engagement on social channels,ecommerce

2、platforms and owned Websites.Since our last published report in 2024,three key shifts have been observed:1.Increased market access through country-specific Websites and strategic ecommerce platforms 2.Strengthened social presence(particularly with TikTok),together with higher quality content 3.Enhan

3、ced DTC website functionality,together with better customer support The top players in advanced categories(eg.auto)continue to innovate,often exceeding global rivals.At the same time,China has a growing number of hidden champions in niche areas;such as;Anker,Ecoflow and Bluetti with power banks,Robo

4、rocks,Ecovacs and Eufy with robot vacuums,DJI and Insta360 with drones and action cameras,Luvme Hair and Unice in wigs,Momcozy and PatPat in mother&baby products,and Tuya with IoT and smart devices.Patterns continue to emerge which define success/failure for these global Chinese brands:1.Brands lack

5、ing unique value propositions,localized content,or mature sales channels struggle to grow generally because they try to bite-off too many markets,too quickly,while not making a deep impact in any one region 2.Mature companies like Anta are growing via M&A(eg.Amer Group),where growth with their core

6、brand is more challenging due to limited brand equity and/or geopolitical biases 3.The most successful global Chinese brands are hidden champions(eg.Tuya)who dominate clear,functional categories,while exercising immense focus and patience in targeting and customer support/service Chinas most impactf

7、ul global exports remain its digital platformsSHEIN,Temu,and TikTokwhich also serve as launch channels for other emerging Chinese brands.Despite geopolitical tensions,tariff wars and recessions,Chinese brands appear well-positioned for continued growth with BRICS markets(we see this in the prevalenc

8、e of Chinese brands in Africa and Middle East),as well as with price-sensitive Western consumers.Adding to this,the effects of Trumps global tariffs are still to be determined but,they will almost certainly create new opportunities,globally for Chinas top brands(eg.BYD into Canada).Chris Baker Found

9、er,TotemABOUT THIS REPORTMarch 2025This is Totems third report on Chinese brands going global.While it features data from 2025,it is aimed at looking ahead,at the path of Chinese brands on the Global stage.The first edition was published in 2021.With this third edition,we aimed to follow a similar m

10、ethodology in ranking and evaluating brands,so that we could best track the relative performance of existing and new brands to the previous rankings and data.We have also tried to be consistent with the selection criteria for brands,choosing to focus on consumer,retail brands(as opposed to pure tech

11、,finance,B2B and state-owned-enterprises).The lines here are not 100%clear.The data and rankings of Chinese brands makes for a very interesting analysis when we compare it to similar rankings we have done for Global DTC brands.Thanks to the team at Totem for their dedication to this process.Its a lo

12、t of work on-top of very hectic schedules!TOTEMS 2025 REPORT ON CHINESE BRANDSCHINAS GLOBAL BRANDSTHE TOP 100METHODOLOGYTHE TOP 100Industry reports,listings,leading brands by category.Requirements for Consideration of Brands;(1)Headquartered in China,(2)Has a Website,Official Account on at least one

13、 major digital channel(eg.Amazon,Facebook).(3)Is a consumer,retail brand.Excluded from this list are;Media brands(eg.TikTok,Tencent);IT&game companies(eg.37Games);and service companies(eg.Air China,Bank of China),664BRANDSTOTAL SAMPLE SET1270BRANDSWebsite,Social Media&Ecommerce Data,January 2025.Eco

14、mmerce Sites:Amazon,AliExpress,Lazada,Shopee,Mercado Libre,Rakuten,Ebay,Jumia,DH Gate,Banggood,Ebay,and other online sales channels(Walmart etc)Social Media:Facebook,Instagram,Youtube,Pinterest,Tiktok.Web Traffic Data:Similar Web(one month web traffic of Jan 2025).*Note:In 2021&2023 ranking,the web

15、traffic was 6 month data vs 2025 was 1 month data.DIGITAL DATA AUDIT2100BRANDSBrand Score=Web Traffic(40%)+Social Media(60%)Mass ecommerce platforms(eg.AliExpress)were removed from the final ranking of“Top 100”brands.Social Media Weighting:Facebook(25%),Instagram(25%),Youtube(20%),TikTok(25%),Pinter

16、est(5%).FINAL RANKING3Our goal in building this list of“Top 100”brands from China,was to look at the consumer brands which are having the most impact directly with Global consumers-in terms of sales and(more importantly)in terms of brand/audience impact and potential.Therefore,we have prioritized so

17、cial media presence and effectiveness,with score weightings which favor social media.BY CATEGORYElectronics continues to be the dominant category among Chinese brands on the Global stage,with 54 out of the Top 100 brands.EVs(Electric Vehicles)continues to be an important category,with high potential

18、 globally,traditional car brands are also gaining brand recognition globally through social media.THE TOP 10010AUTO&MOBILITY2MOM&BABY3FOOD&BEVERAGE5BEAUTY&COSMETICS1FITNESS&SPORTS1TOYS&GIFTSSource:Totem Media Chinese Outbound Brand Database January,2025 Sample Size of Companies:n=258(featured in whi

19、te,excluding 12 e-commerce sites from the total set of 270),Top 100(in pink)Total:22Total:18Total:5Total:1Total:4Total:810HOME&KITCHENTotal:362023:132023:62023:102023:12023:12023:32023:154ELECTRONICS&APPLIANCESTotal:1012023:5214FASHION&APPARELTotal:632023:132025 Top 100RANKCOMPANYCATEGORYSTARTED FOR

20、2025 SCORE2023 RANK2021 RANK1realmeElectronics&AppliancesChina213,839,2902-2SheInFashion&ApparelGlobal109,072,367113HuaweiElectronics&AppliancesChina87,668,280324djiElectronics&AppliancesChina75,020,725575XiaomiElectronics&AppliancesChina71,659,960436MG MotorsAutoGlobal49,856,474667OnePlusElectronic

21、s&AppliancesGlobal43,500,172758LenovoElectronics&AppliancesChina38,637,219849UniceFashion&ApparelGlobal36,761,413472510patpatMom&BabyGlobal35,415,1989811Insta360Electronics&AppliancesChina28,731,895-12TecnoElectronics&AppliancesGlobal19,561,59210913SheGlamBeauty&CosmeticsGlobal15,571,716229714OPPOEl

22、ectronics&AppliancesChina15,271,262111015Luvme HairFashion&ApparelGlobal12,881,15814-RANK 1-15Chinese Brands Going GlobalTOP 100 BRANDSGLOBALCHINACHINAGLOBALGLOBALCHINACHINACHINACHINAGLOBALGLOBALGLOBALCHINAGLOBALGLOBALRANK 16-59Chinese Brands Going GlobalTOP 100 BRANDSRANK COMPANYCATEGORYSTARTED FOR

23、2025 SCORE2023202116VivoElectronics&AppliancesChina12,247,995121117BlackviewElectronics&AppliancesGlobal9,902,103182218AnkerElectronics&AppliancesGlobal9,815,986131219HONORElectronics&AppliancesChina8,050,009151320amazfitElectronics&AppliancesGlobal7,872,550342921NOTHINGElectronics&AppliancesGlobal7

24、,278,87325-22RoborockElectronics&AppliancesChina6,728,90516-23TP-LinkElectronics&AppliancesChina6,183,94417-24MINISOHome&KitchenChina5,656,52626-25WulingAutoChina5,238,558202726MideaElectronics&AppliancesChina4,794,340211627ZeeloolFashion&ApparelChina4,587,351-28POP MARTToys&GiftsChina4,445,15775112

25、29InfinixElectronics&AppliancesGlobal4,181,892191530EcoflowElectronics&AppliancesGlobal3,836,27032-31HalaraFashion&ApparelGlobal3,738,882-32HaierElectronics&AppliancesChina3,335,334272033TCLElectronics&AppliancesChina3,270,996302434EcovacsElectronics&AppliancesChina3,204,624281935EufyElectronics&App

26、liancesGlobal3,181,94829-36ZafulFashion&ApparelGlobal3,020,156241437JJs houseFashion&ApparelGlobal2,975,2353817RANK COMPANYCATEGORYSTARTED FOR2025 SCORE2023202138PocophoneElectronics&AppliancesGlobal2,951,107312639SmallrigElectronics&AppliancesChina2,863,502-40BYDAutoChina2,712,384424041GoveeElectro

27、nics&AppliancesGlobal2,693,382-42HomaryHome&KitchenGlobal2,459,15833-43FAW MotorsAutoChina2,338,99014212344HisenseElectronics&AppliancesChina2,261,283506145JackeryElectronics&AppliancesChina2,193,747-46Flower KnowsBeauty&CosmeticsChina2,146,5847115347Sungrow PowerElectronics&AppliancesGlobal2,141,55

28、5545148CUPSHEFashion&ApparelGlobal2,123,710231849ReolinkElectronics&AppliancesGlobal2,008,159-50VIVAIAFashion&ApparelChina2,004,092-51CostwayHome&KitchenGlobal1,728,11370-52BluettiElectronics&AppliancesGlobal1,698,62848-53ZTEElectronics&AppliancesChina1,557,744413154LilysilkFashion&ApparelGlobal1,51

29、5,747433255WORXElectronics&AppliancesGlobal1,507,23239-56XrealElectronics&AppliancesChina1,455,53444-57MobvoiElectronics&AppliancesGlobal1,391,226402158DoogeeElectronics&AppliancesGlobal1,387,779533359SoundcoreElectronics&AppliancesGlobal1,365,267-CHINAGLOBALCHINACHINACHINAGLOBALGLOBALGLOBALGLOBALGL

30、OBALGLOBALCHINACHINACHINAGLOBALCHINACHINAGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALCHINACHINACHINACHINAGLOBALCHINACHINACHINAGLOBALCHINACHINAGLOBALCHINACHINACHINAGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALRANK 60-100Chinese Brands Going GlobalTOP 100 BRANDSRANK COMPANYCATEGORYSTARTED FOR2025 SCORE2023202160Dreame

31、Electronics&AppliancesGlobal1,343,595-61BloomChicFashion&ApparelGlobal1,315,89136-62ShokzElectronics&AppliancesChina1,304,978-63StrawberrynetBeauty&CosmeticsGlobal1,304,330372364UgreenElectronics&AppliancesChina1,268,188564465Geely AutoAutoChina1,194,4101086066iLifeHome&KitchenGlobal1,188,093452867t

32、otwooElectronics&AppliancesChina1,168,07878-68Segway-Ninebot Electronics&AppliancesGlobal1,166,169-69TsingtaoFood&BeverageChina1,159,508674170DreoElectronics&AppliancesGlobal1,137,538-71KastkingFitness&SportsGlobal1,135,753643972Lee Kum KeeFood&BeverageChina1,131,220495073MoutaiFood&BeverageChina1,1

33、02,786523674MomcozyMom&BabyGlobal1,077,567-75DokiDokiFashion&ApparelGlobal1,015,589587876SoulfeelFashion&ApparelGlobal997,320814877TuyaElectronics&AppliancesGlobal976,130513478FlorasisBeauty&CosmeticsChina957,9845512479NIOAutoChina952,586623780Longi SolarHome&KitchenGlobal942,28068103RANK COMPANYCAT

34、EGORYSTARTED FOR2025 SCORE2023202181AosomHome&KitchenGlobal899,476463082DonnerHome&KitchenGlobal875,573102-83BaseusElectronics&AppliancesChina869,145775584FlexispotHome&KitchenGlobal868,638665485GIMIElectronics&AppliancesChina829,679614986CheryAutoChina812,189594687DocolorBeauty&CosmeticsGlobal798,2

35、79906388TinecoHome&KitchenGlobal781,64863-89NubiaElectronics&AppliancesGlobal776,974866590CorosElectronics&AppliancesGlobal776,821-91SnapmakerElectronics&AppliancesGlobal745,279654392UlikeElectronics&AppliancesGlobal743,85673-93XpengAutoChina740,716359694GamesirElectronics&AppliancesChina716,9586942

36、95MAXUSAutoChina695,37060-96Ishow HairFashion&ApparelGlobal692,508-97EDIFIERElectronics&AppliancesChina575,14679-98JAC MotorsAutoChina558,072916899SongmicsHome&KitchenGlobal552,31810066100MeizuElectronics&AppliancesChina537,5235735GLOBALCHINAGLOBALGLOBALGLOBALCHINACHINACHINACHINACHINACHINACHINACHINA

37、GLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALGLOBALCHINACHINACHINACHINACHINACHINACHINACHINAGLOBALCHINAECOMMERCE FOOTPRINTChinese brands have historically prioritized ecommerce and expansion of sales over branding activities.Consistent wi

38、th this bias toward ecommerce sales,Chinese brands have strongly leveraged platforms to aid sales growth.For Top 100 brands,the percentage of brands with Official ecommerce sites,and Amazon stores increase slightly.Brands that started from other e-commerce channels are starting to shift to build its

39、 own DTC website.Certain vertical of brands have chosen alternative mass e-commerce site(like Shein)as their main sales channel.71%82%THE TOP 100BRAND WEBSITE ECOMMERCEWEBSITE INFO ONLY85%15%OFFICIAL BRAND AMAZON STORE75%AMAZON VS OWN WEBSITEPercentage of Brands with Official SitesSource:Totem Media

40、 Chinese Outbound Brand Database January,2025 Sample Size of Companies:100SOCIAL MEDIA MOMENTUMChinese brands are slowly improving their performance on social media.While most Chinese brands still focus more on transactional opportunities(and ecommerce),there have been significant improvements made

41、on quality and brand building during the past few years.More than one-third of Chinese brands now have Facebook followings above one million.Follower growth on TikTok has also been robust.Among all social channels,we saw the strongest growth of Chinese Top 100 brands on TikTok,from 67%to 91%;and Pin

42、terest,from to 53%to 67%.BRANDS PER SOCIAL CHANNEL100%FACEBOOK100%INSTAGRAM100%YOUTUBE91%TIKTOK67%PINTERESTBRAND FOLLOWERS BY CHANNEL255075100FACEBOOKINSTAGRAMYOUTUBETIKTOKPINTEREST1MPercentage of Brands,by Follower TierNumber of Brands with Official AccountsTHE TOP 100Source:Totem Media Chinese Out

43、bound Brand Database January,2025 Sample Size of Companies:100CHINAS GLOBAL BRANDSFROM 2023 TO 2025FOLLOWER COUNTS RISINGChinese brands still have a long way to go in delivering on top-level branded content-on the type of content that truly inspires social audiences.However,Chinas top brands are ste

44、adily improving on quality of content.These improvements on quality,combined with tactical efforts have yielded improved results with audiences.The number of followers have increased across all channels since 2023,with audiences on TikTok seeing the largest jump.255075100FACEBOOKINSTAGRAMYOUTUBETIKT

45、OKPINTEREST20232025From Top 100 brands,2023 versus 20252023 VS 2025PERCENTAGE OF BRANDS WITH MORE THAN 200,000 FOLLOWERSCONTENT QUALITY ON SOCIAL ON THE RISE.CHINESE BRANDS UNLOCKING GLOBAL SUCCESS WITH TIKTOK.Source:Totem Media Chinese Outbound Brand Database January,2025 Sample Size of Companies:1

46、00BIGGEST MOVES FROM 2023When comparing the current rankings with our previous ranking in 2023,there is no particular category that shows a significant change.When diving into the scores,we find the social engagement plays a big role in the movement of brands rankings.Brands that gained the most sco

47、re are the ones put efforts in their social channels.Brands that fell off the chart are normally either stopped operating their DTC websites,or had less content update on social channels.2023 VS 2025TOP 10 BIGGEST MOVERS2025 RANKCOMPANYCATEGORYVS.2023 RANK43FAW MotorsAuto+99144NaviforceFashion&Appar

48、el+5628POP MARTToys&Gifts+4765Geely AutoAuto+439UniceFashion&Apparel+38113OTWO.O MakeupBeauty&Cosmetics+38148RockbrosFitness&Sports+37121RunhoodElectronics&Appliances+35175CarslanBeauty&Cosmetics+30134JudydollBeauty&Cosmetics+292025 RANKCOMPANYCATEGORYVS.2023 RANK228CrazybabyElectronics&Appliances-1

49、08170DeconovoHome&Kitchen-90163BellelilyFashion&Apparel-80256Maia ActiveFashion&Apparel-64152GreeElectronics&Appliances-5993NICETOWNHome&Kitchen-58218XpengAuto-58241Marie DalgarBeauty&Cosmetics-52242NoyokeHome&Kitchen-52244PuppyooHome&Kitchen-51TOP 10 BIGGEST MOVERSINCREASEDECREASE2025 RANKCOMPANYCA

50、TEGORY11Insta360Electronics&Appliances27ZeeloolFashion&Apparel31HalaraFashion&Apparel39SmallrigElectronics&Appliances41GoveeElectronics&Appliances45JackeryElectronics&Appliances49ReolinkElectronics&Appliances50VIVAIAFashion&Apparel59SoundcoreElectronics&Appliances60Dreameelectronics&Appliances62Shok

51、zElectronics&Appliances68Segway-NinebotElectronics&Appliances70DreoElectronics&Appliances74MomcozyMom&Baby90CorosElectronics&AppliancesNEW FOR THE 2025 TOP 100 RANKINGSource:Totem Media Chinese Outbound Brand Database January,2025 Sample Size of Companies:258(excluding E-commerce platforms from 270

52、total set)ALL CATEGORIES GROWINGFrom 2023 to 2025 the average scores for all categories have improved considerably.Strongest increase come from Toys&Gifts category-Pop Mart being the only player,its growth is largely from the strong social performance.The Beauty&Cosmetics category continues its stro

53、ng growth momentum,with weaker brands leaving the global stage,and mature brands strengthening its digital presence.The average increases in scores for digital presence represent impressive improvements;expansion in number of geographies covered increase in spending to build traffic/followers,and im

54、provements in overall marketing quality.2023 VS 2025Source:Totem Media Chinese Outbound Brand Database January,2025 Sample Size of Companies:258(excluding E-commerce platforms from 270 total set)*Note the 2023 Scores here have been adjusted to 1 month web traffic data to be comparable to 2025 scores

55、AUTO&MOBILITYBEAUTY&COSMETICSELECTRONICS&APPLIANCESFASHION&APPARELFITNESS&SPORTSFOOD&BEVERAGEHOME&KITCHENMOM&BABYTOYS&GIFTS182210163543681CATEGORYBRAND COUNTAVERAGE SCORE 2023 vs 20252023-2025 SCORE%INCREASE(AVERAGE)5.0m7.5m10.0m+57.6%+373%+57.1%+123.2%+184.7%+43.5%+181.8%+22.6%+1282.7%2.5mCHINAS GL

56、OBAL BRANDSGLOBAL ANALYSIS BY REGIONChinese brands expanding internationally continue to apply more focused regional strategies.Chinese brands have started adding more localized website content and services.To support increasing geographic ambitions,Chinese brands are employing an array of ecommerce

57、 channels,together with offline distribution networks.However,these aspiring global players still have work to do in terms of upgrading brand engagement on a country-by-country basis.Developed markets(US,EU)are viewed as the ultimate prize,but in most cases,emerging markets are more promising for th

58、e majority of Chinese brands,as demonstrated by the data.Middle easts favourable policy and sentiment towards Chinese brands made it one of the fastest growing destination(in terms of digital scores)for China outbound brands.While the top brands(e.g.,DJI)have the resources and category strength to s

59、ucceed in mature markets,there are-as yet-very few brands with that kind of brand power.PERCENT OF CHINESE BRANDS,BY REGIONIMPROVED GEO-TARGETINGFrom 2021 to 2025,the number of brands has continued to increase across all regions.Totems database of audited Chinese brands has also increased from 251(i

60、n 2023)to 270 in 2025.At the same time,Chinese brands have improved targeting by added geo-specific and language specific offerings to Websites,making it easier to identify geographic focus.REGIONAL ANALYSISAfricaArab StatesAsia&PacificEuropeMiddle EastNorth AmericaOceaniaSouth/Latin America20232025

61、Source:Totem Media Chinese Outbound Brand Database January,2025 Sample Size of Companies:270NORTH AMERICA HAS THE LARGEST NUMBER OF CHINESE BRANDS PRESENT ONLINE.ALL REGIONS GROWINGFrom 2023 to 2025 the average scores for all regions have improved considerably.The average increases in scores for dig

62、ital presence represent impressive improvements;expansion in number of geographies covered increase in spending to build traffic/followers,and improvements in overall marketing quality.REGIONAL ANALYSISAVERAGE SCORE 2023 vs 20252023-2025 SCORE%INCREASE(AVERAGE)AfricaArab StatesAsia&PacificEuropeMidd

63、le eastNorth AmericaOceaniaSouth/Latin America2.5m5.0m7.5m10.0m+25.0%+52.8%+52.7%+69.8%+62.6%+66.6%+44.4%AVERAGE SCORE BY REGION(2023 VS 2025)AFRICA&MIDDLE EAST HAVE THE HIGHEST AVERAGE SCORES FOR DIGITAL BRAND PRESENCE.+32.8%Source:Totem Media Chinese Outbound Brand Database January,2025 Sample Siz

64、e of Companies:270*Note the 2023 Scores here have been adjusted to 1 month web traffic data to be comparable to 2025 scoresThereisaconsiderablevariationinthisregionfromhighlymature,affluentUS/CanadatoemergingmarketsinCentralAmericaandtheCaribbean.WhiletheUSisviewedasaprizedmarketforChinesebrands,pro

65、tectionismandtariffs,havepresentedchallenges.Despitethebarriers,US/Canadaareincludedinmostglobalmandates.MexicoandCentralAmericaaregarneringalotofattentionasnewareasforinvestmentandgrowth.AdcostsandfavorabilityalsoworkinfavorofChinesebrandsinthesecountries.Overall,67.4%ofChinesebrandshaveadigitalpre

66、senceinNorthAmerica.BeingthelargestmarketforChineseoutboundbrands,itstillhada62%increaseindigitalscorein2025-showingasignofChinesebrandsstronggrowingmomentumglobally.NORTH AMERICAN.AMERICACANADAUNITED STATESMEXICOCUBATHE BAHAMASGUATEMALABELIZEHONDURASEL SALVADORNICARAGUACOSTA RICAJAMAICAHAITIDOMINIC

67、AN REPUBLICPUERTO RICO(U.S)27177414810615Of Chinese Brands Present67.4%GDP(ppp):US$31.74 TrillionPopulation:596 MillionGDP per capita(nominal):US$59,3302217Totem Database(n=270 Brands)212023:61%PANAMANORTH AMERICA:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025TOP 5 COUNTRIESUnited

68、 StatesCanadaMexicoCosta RicaPanamaNUMBER OF COUNTRIES20232025FASTEST GROWINGMexicoCanadaUnited StatesEl SalvadorBelizeAutoBeauty&CosmeticsElectronics&AppliancesFashion&ApparelFitness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalNorth AmericaNUMBER OF BRANDS BY REGION(PER CATEGORY)NORTH AM

69、ERICA:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalNorth AmericaUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformSouthAmericaisamongthemosttalkedaboutregionsforinvestmentbyChinesebrands.Advertisin

70、gcostsandconsumersentiment(towardChinesebrands)arebothfavorable.ChinesebrandsaretakingadvantageofthisfavorablesetupinSouthAmerica,withconsiderableinvestmentsflowingintotheregionoverthepastfewyears.Totemresearchshowsthepercentofbrandspresentintheregion(online)wentfrom13.6%(in2021)to27.1%in2023,andcon

71、tinuedtogrowin2025,reaching29.3%.Digitalscoreintheregionhasgrownby44.4%.Growingtradeconnections(eg.BRICS)shouldprovidefurthersupporttogrowthhere.SOUTH AMERICAPERUECUADORVENEZUELACOLUMBIAGUYANASURINAMEBRAZILBOLIVIAPARAGUAYCHILEARGENTINAURUGUAYTRINIDAD AND TOBAGO254418243336S.AMERICAGDP(ppp):$9.8 Tril

72、lionPopulation:437 MillionGDP per capita:$22,410FRENCH GUIANA503855Totem Database(n=270 Brands)Of Chinese Brands Present29.3%2023:27%50SOUTH AMERICA:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESChileBrazilPeruColombiaArgentinaFASTEST GROW

73、INGChilePeruColombiaArgentinaBrazilNUMBER OF BRANDS BY REGION(PER CATEGORY)SOUTH AMERICA:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&AppliancesFashion&ApparelF

74、itness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalSouth AmericaFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalSouth AmericaASIA&PACIFICAsiaisthemostnaturalpathforChinesebrandsgivenproximityandsharedconsumertastes.EcommerceplatformsandsocialchannelsmodeledonChinesesuccessaddtoAsiabeinganatu

75、ralfit.Thatsaid,ChinesebrandshavenotyetturnedfullattentiontolocalizationandbranddifferentiationeffortsinAisa.From2021-23,themajorityofeffortsingrowingacrosstheregionhavegoneintocreatingdistributionandresellernetworks-ratherthaninvestingintorealdepthofengagement.However,in2025,wesawa52.8%increaseindi

76、gitalscore,showingtheimprovementofdigitalengagement.CompetitionamongmobilephoneandelectronicsbrandshasbeenintenseinAsia(India&SoutheastAsia).Beautyandfashionbrandsalsoholdimmensepromise,givensharedcultureandconsumertastesintheregion(EastAsia).MONGOLIATURKMENISTANIRANKYRGYZSTANTAJIKISTANAFGHANISTANBH

77、UTANMALDIVESOMANJAPANBANDARSERIBEGAWANBRUNEILAOSNEPALJAPAN87INDIA50MALAYSIA77PHILIPPINES7469THAILAND58VIETNAM62INDONESIASOUTH KOREA77SINGAPOREPAKISTAN41HONG KONG44BANGLADESHKAZAKHSTAN38UZBEKISTAN23SRI LANKA25TAIWANCAMBODIA28BRUNEI21ASIA&PACIFICGDP(ppp):$94.66 TrillionPopulation:4.3 BillionGDP per ca

78、pita:$12,908Totem Database(n=270 Brands)34Of Chinese Brands Present47.8%2023:47%483432ASIA&PACIFIC:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESJapanSingaporeMalaysiaPhilippinesThailandFASTEST GROWINGSouth KoreaMalaysiaPhilippinesThailand

79、JapanNUMBER OF BRANDS BY REGION(PER CATEGORY)ASIA&PACIFIC:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&AppliancesFashion&ApparelFitness&SportsFood&BeverageHome&

80、KitchenMom&BabyToys&GiftsGlobalAsiaFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalAsiaEUROPEEuropeisbecomingamoreimportantmarketthantheUS.Inhigh-profileindustriessuchasAutoandElectronics,thebarriersposedbyprotectionismandcompetitionaremuchlowerinEuropethantheUS.56.7%ofallChinesebrandshaveadigitalprese

81、nceinEuropein2025,increasingfrom30%in2021.Europealsoshoweda52.7%increaseindigitalscore.ThechallengeinEuropecomesfromthediversityandfragmentationofmanagingdozensofcountries,allwithdifferentlanguages,rules,scaleandmaturity.Forinstance,adcostsinmorematuremarketscanbe3-10 xthoseofsmallermarkets.IRELANDU

82、NITEDKINGDOMPORTUGALNETHERLANDSNORWAYSWEDENFINLANDESTONIALATVIALITHUANIABELARUSUKRAINEMOLDOVAROMANIASWITZERLANDAUSTRIASLOVAKIACZECH REPHUNGARYCYPRUSBULGARIAALBANIAMONTENEGROBOSNIA HERZ.CROATIASERBIASLOVENIAMACEDONIAFRANCE107726173GERMANY111SPAIN102ITALY106RUSSIA47POLAND8449TURKEY396362EUROPEGDP(ppp)

83、:$29.01 TrillionPopulation:744 MillionGDP per capita:$64,68010382Totem Database(n=270 Brands)67BELGIUM61GREECE68DENMARKOf Chinese Brands Present56.7%2023:52%6246EUROPE:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESGermanyFranceItalyUnited

84、KindomSpainFASTEST GROWINGFrancePolandItalyPortugalGermanyNUMBER OF BRANDS BY REGION(PER CATEGORY)EUROPE:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&Appliances

85、Fashion&ApparelFitness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalEuropeFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalEuropeMIDDLE EASTTheMiddleEasthasbecomeaveryimportantmarketforgrowingChinesebrands.TheMiddleEast,togetherwithArabStateshaveshowedsteadygrowthoverthepastfewyears.Theseregio

86、nshavegenerallyhighsentimenttowardthequalityofChinesebrandsandproducts.ThevalueequationpresentedbyChinesebrandswithaffordablequalityisagoodfit.And,giventheshiftsinglobalalliances(eg.BRICS),theMiddleEastandArabStatescouldbecomeevermoreimportanttargetmarketsforChina.Totemsresearchshowsthatthenumberofb

87、randsintheArabStatesisstillrelativelylow,whiletheaveragedigitalscoresforthosebrandshasbeenimpressive.Itisthefastestgrowingmarketintermsofdigitalscore,with69.8%increasein2025,and63%in2023.YEMENUAEIRANCYPRUSTURKEYSYRIAGEORGIAAZERBAIJANARMENIAISRAELMIDDLE EAST66UAE59SAUDI ARABIALEBANON25JORDAN31OMANKUW

88、AIT41QATAR41IRAQ29GDP(ppp):$7.48 TrillionPopulation:508 MillionTotem Database(n=270 Brands)Of Chinese Brands Present30.4%2023:24.7%25GDP per capita:$13,700MIDDLE EAST:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESSaudi ArabiaUAEKuwaitQatar

89、JordanFASTEST GROWINGUAESaudi ArabiaQatarKuwaitIraqNUMBER OF BRANDS BY REGION(PER CATEGORY)MIDDLE EAST:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&AppliancesFa

90、shion&ApparelFitness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalMiddle EastFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalMiddle EastAFRICAAfricahasdisplayedmodestgrowthoverthepastseveralyearsasmarketforChinesebrands.Theregionholdspromiseoverthelongerterm-namelyforbrandsatthediscount/value

91、endofthespectrum.Despitelowspendingpower,Africahasafast-growingandyouthfulpopulationlookingforawiderangeofelectronicsandfashionproducts(inparticular).Itsalsoaregionwithfewerincumbentbrandcompetitorstodealwith.So,attherightpricepoints,growthcanbeswift.TotemresearchshowsanincreaseinChinesebrandsonline

92、,from12.2%(in2021)to26.7%in2025.Thedigitalscoreincreasedby32.8%.LESOTHOSWAZILANDBOTSWANANAMIBIADEMOCRATICREPUBLICOF THE CONGOTANZANIABURUNDIRWANDAMALAWIZIMBABWESUDANERITREASOMALIADJIBOUTILIBYATUNISIAALGERIAMOROCCOMAURITANIAMALINIGERCHADCENTRALAFRICAN REPUBLICBENINTOGOBURKINAFASOSENEGALTHE GAMBIAGUIN

93、EA-BISSAUSIERRA LEONELIBERIACAMEROONEQUATORIALGUINEAGABONREP.OF THE CONGOWESTERNSAHARAGUINEASOUTHSUDAN43EGYPT49SOUTHAFRICAGHANA22ANGOLA22KENYA26NIGERIA33MOZAMBIQUE16CTE DIVOIRE20ZAMBIA19AFRICAGDP(ppp):$3.55 TrillionPopulation:1.4 BillionGDP per capita:$1,92719Totem Database(n=270 Brands)18UGANDA19ET

94、HIOPIA18MADAGASCAROf Chinese Brands Present26.7%2023:21.5%AFRICA:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESSouth AfricaEgyptNigeriaKenyaAngolaFASTEST GROWINGSouth AfricaCte DIvoireEgyptChadSwazilandNUMBER OF BRANDS BY REGION(PER CATEGO

95、RY)AFRICA:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&AppliancesFashion&ApparelFitness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalAfricaFACEBOOKINS

96、TAGRAMYOUTUBETIKTOKPINTERESTGlobalAfricaOCEANIAFewofthecountriesinthisregionhavethescaletoattractattentionfromambitiousChinesebrands.Atthesametime,erodingsentimentinAustraliaandNewZealandhavehamperedthegrowthplansofmanyChinesebrandsinthepast.Despitethesechallenges,thenumberofChinesebrands(online)int

97、heregionhasincreasedsteadilyfrom2021to2025,goingfrom12.7%to30.7%to37.8%.WhilethisregiondoesnotlooklikeanaturalfitforChinesebrands(especiallythosewithhigh-scaleambitions),proximitytoAsia,togetherwithalargepoolofAsiancitizens,makeAustraliaandNewZealanddecentmarketsforgrowth.Theregionisalsothesecondfas

98、testgrowingdestinationforChinaintermsofdigitalscore,atarateof66%.TUVALUPAPUA NEW GUINEASOLOMONISLANDSNAURUKIRIBATIFUJIVANUATUTONGANEW CALEDONIA(FRANCE)AUSTRALIA95NEW ZEALAND69OCEANIAGDP(ppp):$1.97 TrillionPopulation:46.3 MillionGDP per capita:$22,452Totem Database(n=270 Brands)Of Chinese Brands Pres

99、ent37.8%2023:30.7%OCEANIA:REGIONAL OVERVIEWRegional Growth MetricsBRANDS PER REGION20232025NUMBER OF COUNTRIES20232025TOP 5 COUNTRIESAustraliaNew ZealandFASTEST GROWINGAustraliaNew ZealandNUMBER OF BRANDS BY REGION(PER CATEGORY)OCEANIA:CATEGORY&SOCIALBy Chinese Brands in MarketAs measured by country

100、-specific Web presenceUSE OF SOCIAL PLATFORMS IN REGIONVersus Global Average Per PlatformAutoBeauty&CosmeticsElectronics&AppliancesFashion&ApparelFitness&SportsFood&BeverageHome&KitchenMom&BabyToys&GiftsGlobalOceaniaFACEBOOKINSTAGRAMYOUTUBETIKTOKPINTERESTGlobalOceaniaCONTACT US Email: TOTEMBE MORE T

101、ARGETEDChinese brands need to be more selective in terms of what regions,countries and customer segments they target.Intense competition in China has created a panic mindset with brand operators.That same panic infects the approach to global growth,with a sense of needing to be everywhere,always.Chi

102、nese brands need to dedicate themselves to fewer markets,while raising the intensity and engagement in those select markets.APPLY DIGITAL ADVANTAGESThe marketing environment in China is more digital than any other country in the world.The leading platforms from China(WeChat,Douyin/TikTok,and Pinduod

103、uo/Temu)are years ahead in cutting-edge digital tactics and algorithms.Chinese brands need to try and blend learnings from Chinas digital environment(social commerce,live-streaming,influencer salesetc),with global digital platforms and tactics.Global digital is borrowing heavily from China.In this c

104、ontext,Chinese brands have an advantage in front-running digital innovations.LOCALIZE AND COLLABORATEChinese brands need to find a way to be more local,and more connected to the markets they are investing in for growth.Brands should look to the efforts of Xiaomi in terms of community building.Xiaomi

105、s programs for brand loyalists have added real fuel to organic growth and building trust at local levels.Doing collaborations,together with locally heralded brands,influencers and events,are also deeply valuable.PopMarts collaboration with Singaporean artist Daniel Yu x MONSTER Toys,featured creatur

106、es inspired by local folklore,helping them make real breakthroughs locally.LISTEN TO CUSTOMERSGiven the OEM(manufacturer)background of many Chinese brands,there has been a natural bias toward product first,customer second.But when your category competitors are all making more or less the same produc

107、t,it makes sense to turn increased attention to customers.Keeping close connections to customers in target markets becomes a major competitive advantage.Customer service,support and responsiveness are also key.BUILD WITH BRANDINGThe marketing playbook for Chinese brands globally needs to shift away

108、from simply focusing on acquisition and become more holistic incorporating mature brand strategies.Brand level marketing(the type developed via traditional media over decades in the West),does work.Western marketing teams know the value of brand marketing.The experiences of Chinese marketing leaders

109、 have been more limited to digital,so they are not keenly aware of the potential of brand level marketing.There are big gains in play for Chinese marketers who lean into this insight.12345HOW CHINESE BRANDS CAN WIN ON THE GLOBAL STAGEFIVE RECOMMENDATIONSMARKETING INSIGHTS Totem has a mission to supp

110、ort and provide the insights that C-Level marketers need in planning the growth of their brands,in China,Asia and Globally.As such,Totem has created a wide set of reports about the key issues being encountered at the leading edges of marketing.The 70+reports created by Totem have been viewed over a

111、million times by global marketing leaders.Totem reports cover topics on the frontlines of digital innovation,offering in-depth insight into the future of marketing,including;China and Asia trends,global DTC strategies,new market analyses and AI for brands.TOTEMDETAILED DATA AND DETAILS ON THE ECOMME

112、RCE AND SOCIAL MEDIA LANDSCAPE ACROSS ASIA.PERSPECTIVES ON REGIONAL GROWTH OF CHINAS TOP CONSUMER,RETAIL BRANDS GROWING ONTO THE WORLD STAGE.INSIGHTS ON IF/HOW THEY ARE SUCCEEDING.EVALUATING THE RISE OF SOCIAL COMMERCE IN NORTH AMERICA-WITH FOCUS ON GENZ,TIKTOK AND OTHER AGENTS OF CHANGE.COMPREHENSI

113、VE PLANNING AND GROWTH FRAMEWORKS FOR BRAND SUCCESS IN CHINA.OUR WORK AT TOTEMEmail: LESTER NGBRAND STRATEGY-ASIAMOONY WUINSIGHTS&PLANNINGCHRIS BAKERBUSINESS STRATEGY-GLOBALDAVE WONGBRAND CREATIVE-ASIARON WARDLEBUSINESS ADVISORY-ASIAPAIGE NICREATIVE(ART/DESIGN)GARFIELD WANGSTRATEGY-CHINA/GLOBALKAREN

114、 LEEBRAND PLANNING-CHINASUMMER FENGINSIGHTS&PLANNING-ASIAJANE LANINSIGHTS&PLANNING-CHINATotem works with a range of brands in Asia,China and Globally.Projects for our clients address critical marketing and growth issues including;-Brand strategy,positioning,category design-Market and competitive int

115、elligence,data insights&analytics -Audience research,targeting,and growth planning-Social and digital channel management,content and campaigns-Influencers and media planning/placements -Channel strategies,audits,digital capabilities/innovation Totems clients range across industries,including;retail,fashion,beauty,travel,entertainment and finance.TOTEM